راهبردهایی برای توسعۀ گردشگری کشاورزی (مطالعۀ موردی: گلخانه‌های پرورش گل منطقۀ پاکدشت)

تنوع اقلیمی در ایران زمینۀ متنوعی برای کشاورزی در سراسر کشور ایجاد کرده و سبب تولید طیف متنوعی از محصولات کشاورزی در کشور شده است. از جمله مزارع کشاورزی ایران، گلخانه‌های پرورش گل‌وگیاه در منطقۀ پاکدشت استان تهران است. این منطقه به دلیل وضعیت آب‌وهوایی و اقلیم مناسب برای رشد و پرورش انواع گل‌وگیاه، منطقه گردشگری محسوب می‏شود. پژوهش حاضر از نظر هدف، کاربردی و از نظر روش گردآوری داده‏ها، کیفی است و به ارائۀ راهبردهایی برای توسعۀ گردشگری کشاورزی منطقۀ پاکدشت می‌پردازد. جمع‌آوری داده‌ها با مطالعات کتابخانه‌ای، حضور و مشاهدۀ پژوهشگر در منطقۀ مطالعه‌شده‌ و انجام مصاحبه‏های نیمه‌ساختاریافته و نمونه‌گیری به‌صورت در دسترس انجام شده است. با استفاده از تحلیل‌های swot و soar، عوامل و معیارهای راهبردی توسعۀ گردشگری کشاورزی در منطقۀ پاکدشت شناسایی شد و بعد از تجزیه‌وتحلیل داده‌ها، راهبردهایی احصا و تدوین شد. در نهایت با استفاده از ماتریس کمّی برنامه‌ریزی راهبردی (qspm)، اولویت‌بندی راهبردهای منتخب انجام شد. در تحلیل swot، مهم‏ترین راهبرد تقویت و افزایش امکانات و زیرساخت‏های گردشگری بااهمیت ملی و بین‌المللی است. در تحلیل soar، مهم‌ترین راهبرد برنامه‌ریزی برای گسترش و افتتاح نمایشگاه‌های مجهزتر و پیشرفته‌تر گل‌وگیاه به‌منظور جذب گردشگر و اشتغال ‏زایی برای مردم محلی است. در این مطالعه هر دو روش راهبردهای تهاجمی را تجویز کرده ‏اند.

strategies for the development of agritourism (case study: flower growing greenhouses in pakdasht region)

in iran, climate diversity has created diverse areas for agriculture throughout the country and has led to the production of a variety of agricultural products. among the agricultural farms in iran are greenhouses for growing flowers and plants in the pakdasht region of tehran province. this region is a tourist destination due to its suitable climate and favorable conditions for growing and cultivating various flowers and plants. the present study is applied in terms of its purpose and qualitative in terms of its data collection method, and presents strategies for developing agriculture in the pakdasht region. data collection was conducted through library studies, researcher presence and observation in the study area, and semi-structured interviews, with sampling being carried out. using swot and soar matrix analysis, strategic factors and indicators of agricultural development in the pakdasht region were identified, and after analyzing the data, strategies were identified and formulated. finally, using the quantitative strategic planning matrix (qspm), the selected strategies were prioritized. in the swot analysis, the most important strategy is to strengthen and increase tourism facilities and infrastructure of national and international importance. in the soar analysis, the most important strategy is to plan for the expansion and opening of more equipped and advanced flower and plant exhibitions to attract tourists and create jobs for local people. in this study, both methods prescribed aggressive strategies. keywords: agrotourism, greenhouse, pakdasht, swot analysis, soar analysis 1. introductiontourism has become a cornerstone of modern economic development, necessitating the strengthening of infrastructure and enhancement of service quality to support its growth (amanpour et al., 2014). identifying and mobilizing local potentials is critical to activating the tourism economic cycle and ensuring sustainable development (soleimannejad et al., 2021). one underutilized potential in iran is greenhouse tourism, a subfield of agrotourism. currently, there are 20,632 active greenhouses in iran, with 21% concentrated in tehran province (statistics center of iran, 2020). pakdasht county stands out with its competitive advantages in flower and ornamental plant production due to favorable climatic conditions, geographical proximity to tehran, and the availability of skilled human resources (darvishi et al., 2014). with approximately 1,500 hectares of cultivated greenhouses producing over 1.2 billion cut flowers annually, pakdasht supplies both domestic and international markets (ministry of interior, 2023). despite these advantages, structured efforts to integrate greenhouse production into the tourism sector have been limited. this study aims to formulate targeted strategies for the development of agrotourism based on greenhouse attractions in pakdasht, using strategic analytical tools (swot and soar models) to assess conditions and provide practical recommendations. especially since this region is currently a deprived region in terms of economic conditions and is prone to all kinds of crimes. 2. literature reviewtourism is a socio-economic phenomenon that encompasses decision-making, planning, travel, stay, and reflection, offering substantial opportunities for economic, social, and cultural development (mill and morris, 1992; raji, 2021). at various levels—international, national, regional, and local—tourism fosters job creation, income generation, and infrastructure improvement (roe et al., 2002). among its many forms, agrotourism has gained increasing attention. defined as tourism activities conducted on working farms, agrotourism provides visitors with educational and recreational experiences related to agricultural practices (chikota macacha, 2016; raleigh, 2021). for farmers, agrotourism presents an opportunity to diversify income sources, enhance resilience against agricultural market fluctuations, and promote rural sustainability (futouhy et al., 2021). it also contributes to poverty reduction, mitigates rural-urban migration, and preserves cultural heritage (ali-al-hesabi, 2019).greenhouse farming, particularly in the floriculture sector, has expanded significantly due to globalization and the free-market economy (chimankare et al., 2022). greenhouses enable controlled-environment agriculture, ensuring year-round productivity (barzegar et al., 2010). flower cultivation, in particular, offers high-profit potential from relatively small land areas, making it attractive for both new and established farmers (ernst et al., 2021). thus, greenhouses are well-positioned to serve as focal points for the development of innovative agrotourism experiences. 3. methodologya mixed-methods approach was adopted. primary data were collected through library research, field observation, and semi-structured interviews with local stakeholders, including greenhouse owners, policymakers, and tourism experts. sampling targeted individuals with direct experience in agricultural production and tourism development. analytical tools such as the swot (strengths, weaknesses, opportunities, threats) and soar (strengths, opportunities, aspirations, results) models were employed to systematically evaluate internal and external factors influencing agrotourism development. following factor identification, strategies were prioritized using the quantitative strategic planning matrix (qspm) to provide an evidence-based hierarchy of actionable initiatives. 4. resultsanalysis of the swot and soar models led to the identification of 16 strength factors, 15 weakness factors, 20 opportunity factors, 11 threat factors, 14 aspiration factors, and 16 expected result factors. key strengths of pakdasht’s greenhouses include affordable, high-quality flowers, investment potential, and a comparative advantage in ornamental plants. weaknesses involve water scarcity, lack of accommodations, and limited marketing expertise. opportunities lie in job creation, improved transportation, and attracting tourists. major threats are rising land costs and traffic. stakeholders aspire to build advanced greenhouses and boost promotion. expected outcomes include economic growth, youth employment, reduced unemployment, and increased income for greenhouse owners.the swot analysis positioned pakdasht’s agrotourism within the so (strength-opportunity) quadrant, indicating the feasibility of adopting aggressive development strategies by leveraging internal strengths to capitalize on external opportunities. correspondingly, the soar analysis placed pakdasht within the sr (strength-result) quadrant, underscoring the importance of focusing on strengths to achieve aspirational outcomes.among the prioritized strategies, two emerged as most critical:swot strategy: strengthening tourism facilities and infrastructure to meet national and international standards.soar strategy: planning and launching advanced, well-equipped flower and plant exhibitions aimed at attracting tourists and generating local employment.both methods emphasized aggressive, opportunity-driven strategies, highlighting the potential for significant economic and social benefits through the strategic integration of greenhouse production and tourism. 5. conclusionthe study demonstrates that pakdasht possesses substantial yet underutilized potential for agrotourism development based on its thriving greenhouse industry. achieving the desired transformation requires medium- to long-term investments in infrastructure and international marketing. however, several short-term measures can catalyze momentum, including:conducting extensive marketing campaigns to position pakdasht as the national and regional capital of flowers and plants;recruiting and training specialized personnel in agrotourism development;encouraging private sector investment through tailored banking facilities and financial incentives;enhancing urban aesthetics and public spaces to improve the overall visitor experience.by implementing both short- and long-term strategies, pakdasht can transform itself into a leading center for greenhouse-based agrotourism, contributing to local economic revitalization, job creation, and cultural preservation.